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With Johnson’s and Always in its portfolio, Kimberly-Clark accelerates its focus on personal care following the moves with Kenvue and Suzano
With the joint venture established with Suzano and the acquisition of Kenvue, owner of Johnson’s and Always, K-C accelerates its transition toward becoming a powerhouse focused on hygiene and well-being
Within just five months, Kimberly-Clark took two decisive steps to redefine its global portfolio. In June 2025, the company announced the formation of a joint venture with Suzano, transferring 51% of its international tissue businesses—an operation valued at US$1.73 billion. In November, the multinational revealed the acquisition of Kenvue, the former consumer division of Johnson & Johnson, for US$48.7 billion.
Both transactions point in the same direction: a focus on personal care and health—categories that Kimberly-Clark sees as drivers of growth and stronger margins.
With the acquisition of Kenvue, Kimberly-Clark now incorporates iconic brands such as Johnson’s, present in the baby care segment, and Always (marketed as “Siempre Libre” in some countries), a traditional player in the feminine care category—strategic segments within the disposable personal care universe.
The company thus strengthens its presence in categories that complement its main product lines of baby diapers, incontinence products, and wet wipes, consolidating an integrated approach to hygiene and well-being.
GLOBAL REPOSITIONING AND NEXT STEPS
The partial exit from the tissue sector allows Kimberly-Clark to free up capital and operational focus to drive growth in higher value-added categories. The market expects the company to intensify investments in innovation, marketing, and regional expansion, especially in emerging markets such as Latin America.
With the combination of Kenvue’s portfolio and the streamlining generated by the partnership with Suzano, Kimberly-Clark signals a new strategic cycle: less paper, more personal care.
